So Fresh, So Minimal

The aesthetic of Douglas Fir is decidedly Spartan. No art, posters or ads adorn the off-white walls of the 900-square-foot shop. Naturally, the best-selling clothes at this men’s boutique on Los Angeles’ avant-garde–loving West Third Street are understated, yet stylish.

According to store manager Jon Noble, one bestseller has been pants designed by an Italian company with an unassuming Anglo-Saxon name: Mason’s.

At first sight, Mason’s pants look like the typical chinos available in any shopping center. However, Noble stresses the charms and qualities of the pants become apparent after trying them on.

Mason’s pants are manufactured with a fine, yet sturdy cotton that gives them a soft feel, a good fit and a long life.

“The Italians do know how to cut things. It fits really well,” Noble said. “With many American pants, you wear and wash them a few times. They become baggy and worn. These pants get softer and hold their shape.”

Retail price points for Mason’s range from $135 to $165.

Another Italian line, Two Flowers, ranks as a top seller at Douglas Fir and somewhat breaks out of the store’s aesthetic. Two Flowers specializes in exquisite woven shirts with designs ranging from fashionable wide stripes and eyecatching pop art to sheer white cotton fabric embroidered with light-blue checks. Two Flowers’ retail price points range from $170 to $230. —Andrew Asch